Zee Café is all set to showcase Miss Universe 2012 live on December 20, 2012 in India. The show will also be additionally simulcast on Zee Studio and Zee Trendz.
Commenting on the initiative, Anurag Bedi, Business Head – Niche Channels, Zee Network, stated, “After the immense response received from last year, Zee Café is proud to be associated with Miss Universe this year as well. By recently airing The Emmy Awards, Miss World 2012 live, and now with Miss Universe 2012, we keep our promise of bringing the best of events that take place across the globe to the Indian Audience.”
The channel has launched an extensive marketing campaign to create a buzz around the show. The channel has earmarked 40 per cent of its marketing spends on outdoor, another 30 per cent on television and the rest on digital platform.
According to the channel spokesperson, the theme of the campaign is to attract the viewers with witty and sarcastic copy on the creative. On the television platform, the channel will be promoting Miss Universe on the Zee network and off network channels to generate tune-ins for the live and prime time repeat of Miss Universe.
An outdoor campaign in Mumbai has been launched with an objective to enhance the brand image and increase awareness about Zee Café’s associations with live events.
As part of the marketing campaign, the channel has also undertaken different activities on the social media space. According to the channel spokesperson, the communication would be done in a unique way generating attention and user engagement.
On Twitter, the channel would be promoting the show through hashtags such as ‘name of the contestant’, where on the page they will reveal a fact about the contests. The channel will also create conversations with its Twitter followers using engaging hashtags.
On Facebook, the ‘Create event’ would be used as promotional tool. The users would have to create an event for the show’s tune in, and the user who gets maximum attendees will win a prize. On YouTube the channel will be organizing a first view roadblock on a selected day. The landing page will be the Facebook page, where the user can further engage in the communication.
In terms of tie-ups, the channel has taken Cocoberry on board who will create a special flavour in sync with the image and attitude of Miss Universe and promote it in their stores all over India. They have also tied up with Radio City and Radio Indigo to promote tune-ins to the live telecast. Fun Cinemas and Inox are the multiplex partners, while TGIF is the on-ground partner. In.com is the online partner and they will create galleries with stills and videos from an exclusive photoshoot at the Z Café studio. DNA is the print partner for Miss Universe, who will provide editorial support to the event.
The presenting sponsor for the show is Artistry by Amway and the associate sponsors are Microsoft Windows 8, Hitachi, Quickr and Tata Nano. Cadilla is the co-presenting sponsor.
Miss Universe 2012, the 61st Miss Universe pageant, will be held on December 20 at the Planet Hollywood Resort & Casino in Las Vegas, USA. Over 88 countries and territories will participate this year.